AIA, Manulife, Prudential, AXA, and Allianz are the top 5 B2C insurance brands on social media in ASEAN, according to a report by social media monitoring agency, Digimind.
The “Top 5 Insurance Companies on Social Media in Southeast Asia” study found that AIA grew the largest community across its social media channels (Facebook, YouTube, and Instagram), while AXA was the most active on social media. Prudential earned the most interactions across its social-media channels (Facebook and YouTube).
The study looked at the leading players in social media among insurance companies in Southeast Asia, and 21 B2C insurance companies were monitored from 12 September to 12 October 2016.
The companies were ranked according to three factors: community; publications and interactions.
Looking at the wider insurance market in the region, the three most discussed products on social media are health (50%), home (17%) and car (10%).
Health topped the list of products that social media users in Southeast Asia were most fixated with during the period studied. This is in part due to the Zika outbreak, which led to insurers introducing policies related to the disease.
Platforms
Digimind found that Facebook and YouTube are the most popular platforms, with 19 out of 21 brands studied having an owned channel on each platform. In addition, while the majority of the chatter around the brands studied was on Twitter, the platform with the most reach was news publications.
However, the company also found that a significant number of brands studied have false or unverified pages linked to them on Facebook and Instagram. The report urged brands to provide a link to their official social media pages on their website, verify their official profiles and establish their official social media pages as one of the communication channels for customers, by updating them regularly and responding to engagement in a timely manner.
Top insurers in ASEAN by social media factors
Top 5 in Community (number of subscribers, fans, and followers)
1. AIA
2. Manulife
3. Prudential
4. AXA
5. Allianz
Top 5 in Publications (number of posts, tweets, videos, etc.)
1. AXA
2. Manulife
3. Allianz
4. AIA
5. Great Eastern Life
Top 5 in Interactions (number of likes, retweets, comments, etc.)
1. Prudential
2. AIA
3. Manulife
4. Cigna
5. AXA